Commerce

Stores Smarten Up Amid Spam Flood

Published on March 10, 2012by Dana Mattioli

Retailers have started to wear out their welcome in customers’ email inboxes, forcing stores to rethink their spam strategies.

Last year, the nation’s top 100 retailers by e-commerce revenue sent recipients an average of 177 emails apiece, up 87% from 2007, according to research by marketing-technology company Responsys Inc. Some of the most aggressive emailers — including Neiman Marcus Group Inc. — sent each recipient more than 500 emails apiece in 2011, Responsys said.